'Jack the lad' firefighters banned from making nude charity calendar

Posing next to a fire engine with only a powerful jet of water to cover his modesty, this firefighter thought he was simply taking part in a harmless charity calendar.

Instead, he was about to fall foul of the diversity police after one senior officer claimed his actions could bring the service into disrepute.

The unnamed fireman stripped off and bared almost all for a Help the Aged calendar put together by Wales' oldest boy band, the Froncysyllte Male Voice Choir.

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All seemed well until the publication fell into the hands of North Wales Fire Service's assistant chief fire officer Paul Claydon.

His reaction was to fire off a sternly worded letter to his staff, warning them they could face the sack if they dared promote their traditional "Jack the Lad" image.

In the confidential memo, Mr Claydon writes: "I need to bring to the attention of all personnel, particularly managers, that allowing, facilitating or condoning such representations involving service personnel, appliances and equipment shows poor judgement and a disregard of the core values of the service in valuing diversity."

He added that the service fully accepted the aims of such calendars in promoting and raising funds for good causes.

But he went on: "Images that perpetuates the 'Jack the lad' or 'cheeky chappy' macho image of the traditional fireman is simply not acceptable when associated with the public face of a modern fire and rescue service,"

"As a fire and rescue service, we are striving for a diverse workforce fully representative of the communities we serve.

"Images such as that portrayed are particularly damaging in reinforcing to the public what brigade used to be about in a bygone age.

"I am not looking to make these or previous issues that are notified subject to discipline.

"Although from November 2007 I will consider the conduct implications of any new cases.

"Managers need to show sound judgement when requests for assistance in similar circumstances are received."

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The fire chief's comments have prompted a furious backlash from the 60-strong Fron choir, many of whom had also stripped off for the calendar despite having an average age of 66.

Dave Jones, a prison officer who also appears in the calendar, said: "Oh how sad. In every walk of life you must have a sense of humour and that's all we're doing here is having a laugh.

"The calendar is very popular. It's wacky not tacky and sales are going extremely well.

"We did a concert in Birmingham at the weekend and members of the audience were asking 'where's the calendar, have you got any to sell?'

"Choir members have already ordered more than 300 copies themselves."

Fire Brigades' Union spokesman John Purser said firefighters were pleased no investigation was being mounted into the calendar.

"The authority have flagged up what behaviour will be unacceptable. If they had tried to investigate this calendar our attitude would have been different," he said.

Defending his memo Mr Claydon said: "The service fully accepts that the aims of such calendars in promoting and raising funds for good causes and charities.

"However, as a fire and rescue service we are striving for a diverse workforce that is fully representative of the communities we serve.

"Diversity is valued in the service and the community by treating everyone fairly with respect."

Nude charity calendars have become a fundraising staple since members of the Rylstone brnach of the Women's Institute stripped off for their groundbreaking publication and made more than £1 million.

Their story was turned into the hit British film Calendar Girls starring Helen Mirren and Julie Walters.